Different paths from service personal values to customer loyalty - A study of retail banking services

Abstract

This research investigated the relationships among service personal values, service value, switching costs and customer loyalty. A structural model was developed and tested using data surveyed from 397 customers of retail banking services in Vietnam. The results indicated three significant paths (one direct and two indirect effects) from service personal… (More)

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@inproceedings{Tran2013DifferentPF, title={Different paths from service personal values to customer loyalty - A study of retail banking services}, author={Nguyen Quoc Vuong Tran and Cam Linh and Pham Ngoc Thuy}, year={2013} }